As the demand for natural food products continues to grow, manufacturers in this competitive market face increasing pressure to determine early on whether their new offerings will appeal to mainstream consumers. Research presented by the market research and consulting firm New Hope Network at the Natural Products Expo East conference in Baltimore highlights that today’s shoppers are not only considering the functional benefits of a product, but also whether it embodies personal values such as transparency, social purpose, nutrition, and environmental stewardship. The firm discovered that products with the highest potential for success target two specific consumer groups that make up 44% of the population, suggesting significant growth opportunities for natural and organic products.
The first group, termed the chief health officer, consists of label-conscious, family-oriented individuals who prioritize both their health and the environment. The second group, known as the young4ever segment, includes individuals who actively pursue health and wellness, often acting as early adopters and impulsive brand switchers. “This increased consumer awareness is fostering a wave of socially conscious entrepreneurs dedicated to transforming the world by challenging the status quo,” remarked Eric Pierce, director of business insights at New Hope Network. “These conscious businesses are redefining commerce to create more opportunities for positive impact in the marketplace.”
At Thursday’s conference, New Hope Network detailed eight natural food trends that show the greatest promise of resonating with consumers and provided a list of successful companies within each category. To generate this list, the firm calculated a market prediction score by asking consumers how likely they believed others would purchase a product, as well as a purchase intent score by inquiring if they would buy it themselves. Products that received over 75% for market prediction and 16% or higher for purchase intent on a 100-point scale demonstrated the strongest potential to connect with mainstream shoppers.
“We believe there remains significant growth potential for our industry,” stated Deanna Pogorelc, senior content producer at New Hope Network. “With opportunities for scaling, there is also the risk of cutting corners and drifting away from our foundational values. The path forward lies in preserving our authenticity and core principles.”
In this evolving landscape, products like calcium citrate gummies sugar free are gaining traction, appealing to health-conscious consumers who prioritize both efficacy and personal values. Companies that focus on delivering quality offerings, such as calcium citrate gummies sugar free, are well-positioned to thrive as they align with consumer expectations. As more brands enter the market, the emphasis on products like calcium citrate gummies sugar free will likely contribute to the ongoing transformation of consumer preferences in the natural food sector.